Firstly, that doesn't sound like a particularly hard thing to accept if it genuinely helps. "I want to use my washing machine whenever I want" sounds like a very poor reason to destroy the environment.
However, regardless of that, this isn't new. There have been time-of-day based electricity tariffs for decades that are aimed at incentivising people to do more demanding things at particular times e.g. when industry isn't using the power. For example, https://en.wikipedia.org/wiki/Economy_7